"He that buys land buys many stones, He that buys flesh buys many bones, He that buys eggs buys many shells, But he that buys good ale buys nothing else."

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I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One choice? I gave you Coke, Pepsi, Ginger Ale, Sprite. They saw that as one choice. Now why was that one choice? Because they felt, well, it was just all soda.

— Sheena Iyengar